Ah, Google, keeper of the sacred, secret formulae that determine whether your website link appears on Page One of search results -- preferably above the fold, or at least higher up on the search results than your competitors' links. Year in and year out, companies try to crack the Google "secret code," throwing all sorts of strategies at the search engine's current algorithm to see which ones stick. If you've ever sat down with a web or SEO strategist, you've heard about the importance of optimizing your web presence so that Google will reward you with higher search result rankings. Sure, there are other search engines out there worth pleasing, but after all, people don't just search for products, services or information; they "google" them.
Even the most skilled, experienced web professionals can find Google a tough nut to crack. That's partly because the competition for Google's attention is so vicious, and partly because Google remains a moving target. The company regularly changes its methodologies, which means that yesterday's great online marketing tactic becomes today's disappointing search result. A few years back, I wrote a white paper about an exciting, cutting-edge study performed by a web optimization company, only to watch the owners go pale as Google suddenly changed the way it did things (again), rendering all their hard work obsolete before the study could even hit the news feeds.
What can you do to stay in the sights of this attention-impaired giant? Well, you definitely want to make sure that your digital marketing provider stays on top of all the latest industry news, while building enough flexibility into your site to enable fast, easy updates. This flexibility lets you employ a great, all-weather strategy for online marketing success: production of a steady stream of fresh, useful, high-quality written content -- the kind of material that will always matter to your target market. The good news is that Google currently places quite a lot of emphasis on relevant content. But even if it didn't, such content would still help you generate the kind of responses you're looking for. I've always said that good marketing content tends to optimize itself, and I've yet to see any evidence to the contrary.
Through fair weather and foul, regardless of what Google's algorithm-of-the-moment seems to favor, engaging written content will always make your web presence more, well, present. You'll find that visitors don't just land on your page; they actually read them. They stick around. They check out your products or services. They might even buy stuff or contact you. That's the kind of relevance any business can benefit from, so get the professional copywriting help you need to make it happen!